Within branded packaging, the beauty category is among the most clichéd. As a society, we have moved on to be more accepting and more accessible to the masses, including minorities, but the beauty industry is still behind with its gendered marketing. Agenda was created as a response to that; seeking to be a new-to-world, accessible, mass-market beauty brand that breaks established category codes and caters to forward-thinking consumers of all genders. The objectives were to break gender stereotypes, as well as break away from gendered marketing; cater to all genders, including the usually overlooked non binary genders, and allow people to explore different scents, regardless of the connotations, and wear whatever they like.